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Franchising 101: The Complete Guide to Evaluating, Buying andGrowing Your Franchise BusinessEdited by Ann Dugan, Published by the Association of SmallBusiness Development Centers (ASBDC)Cooked up by CPA's, Attorneys and Insurance Brokers, with adash of disgruntled franchisee and a pinch of fatherly advicefrom a franchisor, this utilitarian dish is nothing if nothealthy. With a steady diet of this recipe, potentialfranchisees will leave the table full and satisfied andyearning for a VERY rich desert to make up for all thepragmatic, reasonable and intelligent ingredients usedto prepare this three course meal.Course 1: "Choosing Your Franchise" opens with a light saladof franchising history explaining how Singer Sewing Centerswere the first franchisor in 1858. There are tales of earlyautomobile dealership franchises, oil company and servicestation franchises, and motel chain successes that lead tothe explosion of the franchise phenomenon in the 1950's and60's. The bulk of the color is made up of tart slices of RayCroc's establishment of the Franchise staple, McDonald's.With some dressing made up of a bit of "Good News Future"discussing the establishment in 1992 of the AmericanAssociation of Franchisees and Dealers or AAFD, (theequivalent of a Franchisees union) to tilt the flavortoward sweet.There are croutons here to add texture and variety, warningthat you must be very clear that there is a large differencebetween an entrepreneur and a franchisee. It is simply statedthat if you spend more time thinking about how things "couldor should be" then it is likely you are an entrepreneur andthat franchising is definitely not for you. Predefined tradedress, business practices and required equipment, signage,etc., are each carefully chosen and non-negotiable by thefranchisee. Once again, the AAFD proudly spices thisingredient defining newly negotiable items of contracts andleases while clearly stating that the Franchisor maintainsthe upper hand in all cases.>From the initial colorful history right into the bland body of"how-to" information through helping the potential franchiseeto determine the selection, research, pricing, purchasing afranchise and choosing location and leasing details. Finallythere is the tart flavor added by a none too happy franchiseewho thought long and hard but ignored danger signs in acquiringa business she had decided on before her research told her thatthis was a sour deal.Course 2: "Acquiring your Franchise" is the main course andwhile definitely healthy and well prepared, it is somethingyou read because it is good for you, not because you like it.This course is made up of a discussion of another acronym,the UFOC or Uniform Franchise Offering Circular. This is afederally mandated document outlining 23 precise ingredientsthat must go into this course of the meal.If you are purchasing a franchise, then this will always bethe main course and will always have these ingredients. Twoattorneys walk you through the preparation of the franchiseagreement, lease negotiation, incorporation, cash flow,banking, loans and business plans. You know you must finishthis bland course, but yearn for some spicy condimentsthat just aren't available in this healthy, well-balancedmeal.Course 3: "Managing your Franchise" is a natural side dishdiscussing the managing, motivating, hiring and firing ofemployees. The body of this dish is made up of more healthyrequirements of market research, taxes, insurance, accounting,marketing and business management practices. This course isspiced a bit with the fatherly advice of a franchisor whobasically suggests that franchisees should respect theirelders and be good kids and they will be rewarded withfavoritism.Altogether I'd have this meal if the only other choice werethe bland bread and water of a nine-to-five work-a-day routine,but what it all comes down to is that operating a franchiseis serious business, that it takes money to make money, andthat it will clearly be very hard work. There are the benefitssuch as managing your own time, doing what you enjoy,scheduling your own vacations and making major decisionswithout a boss hovering over you.This hearty meal will be very good for you if you've decidedthat franchising is the career path you wish to follow. Nothingis left out of the recipe and there will be plenty of goodinformation to fill your financial plate. After you clean thedishes and make your decisions you'll definitely want to goelsewhere for desert because Franchising 101 offers up onlypragmatic, practical fare with no coffee or desert on the menu.This is the hard work without discussing any of the rewards totantalize you and only a sad tale of one unhappy franchisee tofeed your appetite for possible self-fulfilling careers.